Comparison content is one of the most underused but powerful tools available to eCommerce brands today. In this episode, Greg Shuey breaks down why “X vs. Y” queries represent some of the highest-intent searches online, and why brands can’t afford to leave those answers to random review sites, Reddit threads, or AI hallucinations. Buyers at this stage have their wallets out—they just need clarity and confidence to make the right decision, and comparison content delivers exactly that.
Greg walks through three types of comparison content every brand should consider: product vs. product to help customers navigate options within your catalog, brand vs. brand to position yourself against competitors without bashing them, and category comparisons to educate new buyers who may not yet know what they need. He shares how to structure this content with visual tables, pros and cons, schema markup, and even “best for” sections that guide buyers directly to the right fit while signaling to Google and AI models that your content is authoritative.
The episode closes with a focus on distribution and ROI. Comparison pieces shouldn’t just live on your blog—they can be repurposed for product pages, FAQs, YouTube videos, TikToks, and third-party blogs that provide backlinks and exposure. Done right, comparison content drives visibility across Google and AI platforms, reduces customer service headaches, and bridges the gap between top-of-funnel awareness and bottom-of-funnel purchase decisions. The takeaway is clear: you can either be compared—or you can own the comparison.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
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